Accessible Travel Isn’t Niche — It’s a Multi-Billion Pound Missed Opportunity
- Pru Goudie
- 2 days ago
- 3 min read
by Pru Goudie
A major new survey from Responsible Travel is sending a clear signal to the tourism industry: accessible travel is no longer a niche concern - it is a mainstream market that remains significantly underserved.
The research, conducted with YouGov, found that two in five UK adults travel with health conditions or accessibility considerations in mind. This figure is far higher than the roughly 25% of the population typically associated with disability statistics, because it includes people with long-term health conditions, neurodivergent travellers, those with mobility or sensory needs, and the friends, family members and carers who travel with them.
Despite representing a substantial and growing customer base, these travellers are still taking fewer holidays across every category. The gap is particularly noticeable in active and cultural travel, where participation rates among people with access requirements fall well behind those without such needs. The findings reinforce what many in the accessible tourism space already know: demand exists, but barriers persist.
One of the most striking insights from the survey is that the issue is not a lack of appetite for travel. In fact, many respondents with health or accessibility needs expressed strong interest in taking more trips - especially nature-based holidays, cultural experiences and active adventures. Instead, the biggest barrier is confidence.
Nearly a quarter (23%) of travellers with access considerations say stress or low confidence limits their holiday choices, compared with just 8% of travellers without such needs. The confidence gap is particularly pronounced among younger travellers and women, suggesting the industry may be missing out on key growth segments.
So what would make the biggest difference? According to respondents, the answer is overwhelmingly clear: better, more detailed accessibility information.
Travellers consistently reported that transparent, specific information about accessibility features is the single most important factor in helping them decide whether to book. Yet a parallel survey of tour operators uncovered what Responsible Travel describes as an “information vacuum”. Only a small proportion of companies currently allow customers to search or filter holidays by accessibility needs, and many provide limited detail about on-the-ground conditions.
This disconnect represents both a challenge and a significant commercial opportunity for the travel sector. Improving accessibility, and communicating it clearly and honestly, could unlock substantial untapped demand while delivering more inclusive travel experiences.
For destinations, tour operators and travel advisors alike, the message is simple: accessibility is not just a compliance exercise or a corporate responsibility initiative. It is a core component of modern customer experience and a powerful lever for growth.
As the industry looks to build back better and reach wider audiences, the Responsible Travel findings provide timely, data-driven insight into where meaningful progress - and business opportunity - lies.
Read the full survey findings and analysis from Responsible Travel
ABOUT RESPONSIBLE TRAVEL
Responsible Travel is a UK-based travel company and platform that pioneered responsible tourism. They partner with specialist tour operators whose trips are screened against environmental, social and economic criteria, ensuring holidays minimise harm while supporting local communities and economies. Their approach is built on the belief that travel can be a force for good for both people and places.
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